Using humour to communicate threatening information in advertising has often been observed in practice, but seldom been tested in research. View Summary

Using humour to communicate threatening information in advertising has often been observed in practice, but seldom been tested in research. Integrating the humour and threat persuasion literature, the current research tested the effects of humorous threat persuasion and need for cognition (NFC) as a measure of one's processing motivation and capacity. A significant three-way interaction between humour, threat level and NFC emerged where low-NFC participants responded more positively to the no-humour condition than the humour condition with low threat, and more positively to the humour condition than the no-humour condition in the high-threat advertisement. The opposite was observed for high-NFC participants. Implications for both theory and practice are provided.

As a rule, oral-care brands generally seek to discourage children from eating candy during the annual event.

Rather than be seen as taking the fun out of Halloween, Crest became a champion and cheerleader for consuming these treats, as the brand's real enemy was, in fact, not brushing afterwards.

A viral video where kids' sweet snacks were secretly swapped for healthy alternatives brought its fun positioning to life in an engaging way, yielding millions of hits, alongside an increase in coupon downloads and sales.

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US. View Summary

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.

The need to tackle acid wear was the first new toothpaste category for 24 years and GlaxoSmithKline, the owner of the Sensodyne brand, identified this gap in the market.

Sensodyne faced the challenge of making the public aware of the risk to their teeth from 'invisible' acid wear and launched a campaign that used dentists as educators and advocates of the product.

Using a TV heavy strategy that gave the feeling of public health announcements and linking Acid Wear to healthy eating, Sensodyne built and maintained their leadership of this new category.

The campaign reached a brand penetration of just over 6%, equating to around 10 million people purchasing the product.

5

Colgate Equity: Grinners are winners

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Kate Kopperman, Warc Prize for Innovation, Bronze, 2014

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team. View Summary

This case study describes how Colgate, the dental care brand, found a fresh way to engage with Australians about oral protection by creating a branded mouthguard to be worn by a popular Rugby League team.

The brand needed to cut through the clutter and reach children and families with an oral health message.

The solution was to use the players of the Rugby League's South Sydney Rabbitohs as a mouthpiece - literally.

A Colgate-branded mouthguard was created so that every time a player celebrated, Colgate smiled with them.

Media coverage four times the value of spend is evidence of the campaign success, which reached more than 6 million people, not including significant online and social media coverage.

All of this brought about a change in the way kids and families think about the importance of their teeth.

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush. View Summary

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.

People brush their teeth for only about 45 seconds on average, and tend to miss the same spots again and again.

Noting the global explosion in smartphone penetration, P&G developed a strategy to connect hardware (the electric toothbrush) with software (mobile app) to reinforce good behaviour and habits by using game dynamics such as awarding digital trophies for good compliance.

The beta version of the iOS app, tested with approximately 10,000 users in five markets, drastically improved consumer's average brushing time from 45 seconds to 2 minutes 16 seconds.

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK. View Summary

The case study describes how Corsodyl, (Paradontax in Romania) used a shocking campaign to promote its mouthwash and increase market penetration amongst women (35-55 years) in Romania and the UK.

The campaign targeted the people who should be most concerned about gum disease - women aged 35-55, presenting them with the facts and a clear solution (Corsodyl).

A hard hitting dental hygiene message was created and communicated through mass media, including a TV ad and outdoor.

Penetration rose above target and value sales were more than double the target at 31% - advertising was strongly linked to the performance of sales with econometric modelling.

10

Unilever (Household and domestic)

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Euromonitor Profiles, May 2014

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif. View Summary

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif. Included is a strategic evaluation with key facts about the UK and Netherlands based company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand operations and strategy are identified and recommendations for the future offered.

This event report describes how Colgate-Palmolive, the personal care company, is making mobile central to its marketing strategy. View Summary

This event report describes how Colgate-Palmolive, the personal care company, is making mobile central to its marketing strategy. The company recognises that mobile ownership and use is growing dramatically, and represents an opportunity for marketers. However, marketers should be careful with this channel and focus on how consumers use mobile rather than the technology that is available. As a deeply personal device, mobile requires a personalised approach. Colgate-Palmolive is integrating mobile into all of its campaigns globally, in recognition of its reach.

12

Sensodyne: Dentist Pledge

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Kanika Manglik, Warc Prize for Asian Strategy, Entrant, 2013

This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market. View Summary

This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market.

The campaign used a strategy utilising paid, owned and earned media.

Paid ads were placed on television and radio and in print media to increase awareness about tooth sensitivity.

An event then took place where consumers could get free tooth screening and meet experts, with samples provided to attendees - this gained coverage in news media and online.

As a result of the campaign the brand's 'first recommended brand' score increased by 20% and a positive ROI was achieved.

13

CloseUp: Let love rule

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Alexandre Boin, Warc Prize for Asian Strategy, Entrant, 2013

This case study describes how Closeup, the toothpaste brand, used a Valentine's Day campaign in Vietnam to reinforce its brand message with its key (youth) target market. View Summary

This case study describes how Closeup, the toothpaste brand, used a Valentine's Day campaign in Vietnam to reinforce its brand message with its key (youth) target market. The brand's marketing message is about expressing closeness, but the Vietnamese youth are shy about expressing their feelings. Closeup used the insight that witnessing gestures of love leads to people wanting to do something similar. Therefore Closeup found people who wanted to express their feelings and then used videos of them to surprise their partners. The content helped to establish the brand with over 4.5 million views, and the brand experienced an increase in metrics. Sales volume increased by 14.9%.

14

Oral B: Smile India Movement :)

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Apeksha Wallia, Warc Prize for Innovation, Entrant, 2013

As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. View Summary

As a challenger brand in the Indian dental care category with a limited marketing budget to spend, Oral B needed to drive ROI by investing its budgets smartly. Research revealed that Indians were smiling less due to poor oral hygiene. This case study describes how the brand used this insight as the basis for a "Smile India" movement encouraging people to pledge to take care of their teeth and enjoy a free dental check-up. The campaign features print, social media and events. As evidence of the success of this approach, this case study cites the number of pledges generated, and improvements in brand equity scores and market share.

15

Colgate-Palmolive Co (Household and domestic)

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Euromonitor Profiles, April 2013

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive Co, the owner of brands such as Ajax, Palmolive and Suavitel. View Summary

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive Co, the owner of brands such as Ajax, Palmolive and Suavitel. Included is a strategic evaluation with key facts about the New York based company, competitive positioning against comparative brands, and assessment of its position in the household goods market. Brand opportunities and strategy are identified and recommendations for the future offered.

16

Polident and Super Poligrip: Polident Reverse Decline

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ARF Ogilvy Awards, Silver, Health & Personal Care, 2013

This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline. View Summary

This case study explains how research contributed to reversing the sales declines of Polident and Super Poligrip, two denture care products from GlaxoSmithKline.

By leveraging data fusion and predictive modelling, the research identified a new and relatively untapped target group - Image Conscious Denture Wearers - which drove a new media strategy.

Existing creative was employed that focused on communicating key reasons for using the product.

Shifting investment from Broadcast TV to Cable TV and digital media improved delivery among the new target.

With no change in budget or creative, the campaign drove a 7% increase in volume (roughly doubling incremental volume) for the brand.

The 2007 invention of Odol-Med3 gel foam toothpaste provided an opportunity for the wider Odol-med3 brand to move beyond its aging market and attract a new, younger consumer. View Summary

The 2007 invention of Odol-Med3 gel foam toothpaste provided an opportunity for the wider Odol-med3 brand to move beyond its aging market and attract a new, younger consumer.

Owner GlaxoSmithKline wanted word-of-mouth (WOM) to lead the integrated launch campaign but faced a number of challenges including: GSK's diverse objectives and high KPI targets, the habitual dismissal of the Odol brand by the target audience, and the inherent low-interest nature of the product.

By implementing a WOM and social media communications plan, the campaign engaged and empowered a select group of category influencers whose positive peer-to-peer conversations drove product trial and awareness.

This created a significant, measurable sales uplift of both the Odol-Med3 gel foam by 15.7% and of the total brand by 7.1%.

Unilever wanted to promote its toothpaste brand, White Now, which delivers instant tooth whitening, in Thailand. To do so, it marketed the brand as a cosmetic tool that immediately enhances the brightness of a smile, using the creative idea "Switch on Instant Beauty". The campaign centred on experiential marketing through a "speed dating in the dark" session and was supplemented by further promotion in cinemas and via point-of-purchase and out-of-home media. The campaign led to it nearly doubling its market share.

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia. View Summary

GlaxoSmithKline were looking to encourage product trial of its denture adhesive cream Polident and build engagement with denture wearers in Malaysia. It learnt that denture users found activities like singing and eating difficult to enjoy because they were worried their dentures would fall out. However, as there were no products like denture adhesives in Malaysia, this made consumers sceptical of their benefits. As a result, they developed a campaign highlighting the benefits of using Polident by creating of a branded TV show Kilauan Emas (Golden Shine) with Malaysian TV channel Astro Prima. The show focused on singing and was aimed viewers over 45, providing proof that Polident helped denture wearers to sing with confidence. As a result, Polident’s growth tripled to 71% compared to 23% in the previous year.

22

Polident: Bridging the generation gap

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Mary Zhou, Warc Prize for Innovation, Entrant, 2012

Denture cleaner Polident's challenge was to build brand and category awareness in China, because denture cleansing tablets were almost unknown and many denture users were happy with brushing their dentures in the traditional way. View Summary

Denture cleaner Polident's challenge was to build brand and category awareness in China, because denture cleansing tablets were almost unknown and many denture users were happy with brushing their dentures in the traditional way. Research showed that 50% of Polident purchases were made by young people for their parents, but these children were leaving parental homes to find work in cities. Polident encouraged these young people to express their care for their parents through Polident's micro-blog, and by sending e-letters and Polident trial packs to their parents. The campaign led to brand awareness tripling and an increase in sales of 81%.

In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'. View Summary

In India, Oral-B lagged behind Colgate in brand equity scores on 'endorsed by dentists' as well as 'superior cleaning'. The goal was to convince Indian consumers that Oral B truly is a dentist-endorsed brand that stands for superior oral health. A 360-degree consumer engagement programme was created that lead to a world record for the highest number of free dental check-ups, which was used to drive salience for the Oral B brand. This pan-Indian "Smile India" movement involved 10,000 dentists and 10 million consumers and helped Oral B to hijack the Colgate claim of dentist endorsement. It also generated sales 38% higher than over the corresponding period of the previous year.

24

Aquafresh 100ml

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Terry Unser, Warc Prize for Innovation, Entrant, 2012

In 2010, Aquafresh toothpaste was under pressure in South Africa from the decision of its rival, Colgate, to change the volume, price and packaging of its 100ml tube. View Summary

In 2010, Aquafresh toothpaste was under pressure in South Africa from the decision of its rival, Colgate, to change the volume, price and packaging of its 100ml tube. Aquafresh needed a strong, impactful campaign that would ensure consumers saw the difference between its product and its rival's (which had decreased by 25% in volume but only 15% in price). The resulting comparative campaign launched across in-store, outdoor, mobile and online media in two phases: a teaser phase to create hype and interest with a strong copy line of 'Missing Something?'; and a follow-up phase revealing Aquafresh as the hero. Over the campaign period, Aquafresh Premium grew by 32% and gained 3.7 share points from Colgate within the premium category.

25

Aquafresh: Best Mum competition

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Terry Unser, Warc Prize for Innovation, Entrant, 2012

In South Africa, Aquafresh, the GlaxoSmithKline oral healthcare brand, wanted to ensure it remained relevant to its core audience of mothers and their children in a tough economy. View Summary

In South Africa, Aquafresh, the GlaxoSmithKline oral healthcare brand, wanted to ensure it remained relevant to its core audience of mothers and their children in a tough economy. This case study explains how the brand expanded an emotionally engaging, interactive campaign based on a search for the "best mums". The campaign used a combination of television, outdoor, print and PR and point of sale. As evidence of its success, it cites an increased number of entries to the "best mum" competition, compared to previous years, and a double-digit increase in sales.